Monthly Archives: July 2015

No matter how lucrative your business offer is or how brilliant your design is, your print investment will go down the drain if you use lousy paper stock for your promotional documents. Especially when opting for direct mail marketing through postcards, having a robust piece of paper is a must else you might end up seeing someone use your coveted postcard to clean his pet’s poop.

THE POSTCARD PAPER STORYNicknamed, the Penny postcard, a Massachusetts-based envelope company created the first postcard in the US, back in 1873, made on thin pale white card. The mid 20th century saw the advent of linen postcards made of inexpensive card stock with high rag content that gave it a fabric-like feel. For the first time, this paper stock permitted printing of more colorful and vivid themes on postcards. And then came the Photo chrome era, making way for still photographs finding their place on postcards made of firm and durable paper. Today, the sky is the limit as far as innovation in this industry is concerned. Over the years, postcards have evolved to not just be a messenger of news but a very crucial direct marketing tool, too, and that’s exactly why one needs to be extremely careful about making it more appealing – not only with respect to its content and presentation but also the very material with which it is made.

PAPER OPTIONS – WHAT’S IN THERE FOR YOU

The thicker your stock, the more elegant your postcard will appear. Best printed on thick 16-point paper stock, you can opt for myriad coating options to suit your need and budget. From laminated and ultra violet (UV)-coated cover stocks to uncoated heavy card stocks, there are options aplenty.

Gloss finish cards such as laminated cover stocks are instant attention grabbers, especially if you are into a light-hearted business and plan to use some pop colors in your postcard. The lamination also protects the card from physical damage. If you have a higher budget, perk up the protection layer by using UV-coated cover stock. Not just protection from handling errors, the water-based coating of this stock also renders it a rich finish, adding to the elegance of your card.

If you are aiming to approach your customers with a subtle appeal, opt for matt finish cards with uncoated heavy cover stocks that almost give the touch-and-feel of a greetings card. In fact, if you are creating the post cards for a small target group and plan to write a hand written personalized note, this is the way to go. A word of caution, however, is that uncoated heavy cover stocks being susceptible to handling damages are ‘shipped’ instead of mailed. For mailing, opt for the uncoated cover stock that’s a brilliant combination of sophistication and durability. And if you really want to make a statement, you could go for recycled paper stock that’ll surely strike a chord with its environment-friendly appeal.

Now, get set to look out for a direct marketing and printing company who can provide you with all these options at a cost-effective rate. Discuss your theme, aim and target audience, and don’t forget to ask for paper samples to know what you are getting into. Customers are more likely to link the class of your product or service with the quality of your postcard’s paper stock. Remember, the first impression is often the last one, so put your best foot forward to make it an everlasting one.

As per a recent response rate report by the US’s Direct Marketing Association, 54% of mailed postcards are actually read by recipients as against only 30% in case of sales letters; 23.4 percent of consumers respond to postcards versus a mere 7.9 percent for letter-sized envelopes, and most importantly, at about 54.10 dollars, postcard marketing capitulates a far more lucrative cost-per-lead compared to other marketing tools.

Well, now that you have decided to woo both prospective customers as well as make your existing clients feel valued by sending across quirky little postcards, don’t jump the fence by spamming them with jarring notes. Direct mail marketing through printed postcards could act as a great promotional tool only if implemented the right way. Go by the following thumb rules to make the most out of your postcard marketing plan.

WHAT WORKS

Size matters: Choose the size according to the message that you want to convey. While standard sized cards should suffice for holiday reminders or Thanksgiving wishes, if you are aiming at splashing across a special offer or discount, or displaying multiple product photos, opt for oversized cards.

Custom designs: Focus on a design that goes with your industry type and at the same time does not look like an advertisement. There are already many out there to haunt customers so they don’t want one more to land at their doorsteps. Having worked with a wide array of industries, experienced postcard printing companies have an expertise in dabbling with different formats, templates, colors and designs to create customized cards for your business type and your specific target audience – they know what works best for whom.

Getting personal: Your postcard must look professional but certainly not robotic. At the very first glance, it must strike an emotional chord with the one who’s reading it. Having a little personal note always works, generating more leads than those that read like regular promotions.

Suitable timing: While spamming your audience with too many postcards in a month can irk them, not sending one when it’s needed can be equally harmful. Holiday, birthday or Christmas reminders and greetings have always been a hit. On the other hand, letting them know in advance about a special three-day discount or any cool offer whatsoever always makes a good impression.

WHAT DOESN’T WORK

Information overload: Get rid of fluff. Nobody has the time to sift through tons of paragraphs to get to the point. Make a statement with a headline that’s direct, and then create an intrigue, leaving some room for curiosity. You really don’t have to say it ALL on that tiny card. Keep the message crisp yet informative, professional yet pleasant.

Jargons and typos: Nothing can be a bigger put off for customers than a spelling error (that you want to pass off as a typo) or a bombarding word that doesn’t convey anything. Simplicity and accuracy is the key to successful mail marketing through post cards.

Jarring colors: Be careful with the colors and graphics. If you’re dealing with a serious business, say cancer treatment drugs or mutual funds, stick to formal solid colors instead of going all funky. If you’re running a fashion store, a veterinary clinic or a party accessories store, you can afford to experiment with the pops and the neons, illustrations and cartoons.

Wrong target: A hit-all strategy may not always work yet make a dent in your pocket. If your postcard doesn’t reach the right prospect group, you achieve nothing out of the whole campaign.

So, arm yourself with the right strategies and you’ll not only create awareness about your product or service but also see your card find a place in the customer’s living room instead of the trash bin.